Nike: House of Innovation Paris
Air Max DN8 Launch: Kinetic Retail Experience • Paris, France
@BoraBora + satis&fy + Random Studio
To celebrate Air Max Day 2025 and launch the next-generation Nike Air Max DN8, BoraBora Studios partnered with satis&fy, Random Studio, and Nike to create an immersive retail takeover across the iconic Nike House of Innovation on the Champs-Élysées in Paris.
The challenge was to translate the dynamic energy, airflow innovation, and iconic "8" architecture of the new Nike Air Max DN8 into an engaging, multi-sensory retail journey inside the House of Innovation. Four interactive stations were engineered to bridge physical product design with kinetic art, responsive hardware, and real-time 3D visualization.
Concept & Spatial Narrative: Multi-Sensory Retail Journey
We partnered with satis&fy, Random Studio, and Nike to design, prototype, and produce an immersive kinetic retail experience for the global launch of the Nike AIR MAX DN8 at Nike’s flagship House of Innovation in Paris. The installation featured four interactive stations that delivered a compelling narrative of the DN8’s core innovations—air, movement, and cushioning—through responsive physical sculptures, motion-based interaction, and real-time 3D visualization.
Nike AIR MAX DN8 Immersive Experience Overview - House of Innovation Paris
Station 1 - Breathing Kinetic Installation in motion
Station 1: A Breathing Kinetic Installation
Two AIR MAX DN8 shoes gently rest on crimson pillows stacked vertically to form the figure "8". As visitors approach, the shoes move in and out in synchronized rhythm, simulating a soft, organic breathing motion that serves as a tactile visual metaphor for the dynamic air bubble cushioning technology. → Technology & Hardware: High-torque stepper motors, precision linear actuators, mmWave radar presence detection, custom ESP microcontroller firmware.
Station 2: Motion-Reactive Fabric Sculpture
A custom electromechanical system integrates precision electronics and synchronized motors to control a sculpted metal 8-plate mechanism. As viewers stand in front of the pod, the plate dynamically presses into the silver reflective tensile fabric, smoothly tracing the contours of an 8 in response to proximity—merging tactile material design with mechanical choreography. → Technology & Hardware: mmWave radar presence detection, synchronized motor pushrod mechanism, responsive tensile textile, ESP microcontroller.
Motion-reactive tensile fabric sculpture with synchronized internal 8-plate actuation.
Station 3 - Moving Mirrors kinetic wave behavior
Station 3: Moving Mirrors Array
A circular array of independently moving mirrors creates a captivating multi-reflection illusion. Each mirror oscillates in a sinusoidal wave pattern and responds dynamically to the presence and distance of the viewer, turning spectators into active visual components of the kinetic artwork. → Technology & Hardware: Multi-channel servo kinematics, custom bracket geometry, radar presence sensing, ESP microcontroller.
Station 4: Turn to Discover! 3D Orientation & Dynamic Lighting
Visitors physically pick up and rotate an AIR MAX DN8 sneaker equipped with an embedded gyro IMU tracker. As the shoe moves, a central digital display renders a real-time 3D twin in Unity matching the product’s exact orientation. Contextual micro-animations break down the eight air chambers across synchronized displays, while communicating with the store’s DMX lighting system to dynamically shift ambient room illumination. → Technology & Hardware: Embedded 6-DOF IMU gyro tracking, Unity real-time 3D render engine, ESP microcontroller, DMX lighting automation.
Turn to Discover interactive station with real-time 3D product breakdown.
Kinetic Engineering, Sensorics & Multidisciplinary Collaboration
As part of the BoraBora core team, Priyank Soni led the kinetic installation and exhibit design, electromechanical prototyping, motion simulations, and embedded sensor integration across the four stations. The realization brought together Nike Global, Random Studio for spatial art direction, BoraBora for interactive exhibit prototyping, and satis&fy for turnkey technical production and on-site engineering across 5 night shifts to ensure continuous store operation during the day.
Mechanical prototyping of the motorized 8-plate mechanism and tensile fabric interface.
Testing embedded radar sensors, ESP controllers, and real-time response latency.
Custom-engineered innovation tables integrating recessed displays and localized sensor arrays.
Technical fit-out of the arena pods by satis&fy and BoraBora during night installation shifts.
Storewide Takeover & Arena Experience at House of Innovation
The takeover extended across the 1,000m² Arena with an 8-shaped ceiling light that shifted colors dynamically to match selected colorways. In the storefront window, a mobile robotic arm selected DN8 models, initiating coordinated light shows throughout the flagship store that connected the street view to the interactive pods inside.
Nike House of Innovation Paris floor plan showcasing the 1,000sqm immersive takeover layout
The monumental 8-shaped ceiling light shifting color to reflect active DN8 colorways.
Storefront mobile robot arm dynamically selecting shoes and activating synchronized store lighting.
Atmospheric retail lighting envelops the 1,000m² Arena during color transitions.
The four interactive pods arranged in the arena allowing visitors to explore the DN8 story.